Media-Mix and Community Mobilization in Nigeria: The TfD Approach

The continent of Africa has witnessed the impact of globalization on almost every facet of human endeavour. In Nigerian communities, for example, the western media has become the popular culture of the youths in rural societies. To mobilize them therefore requires the manipulation of this accepted technological revolution defined by the New World Order. Nevertheless, this work explores the synergies of both folk and modern media with the theory that explains a media-mix strategy seems more appropriate for a wider and more demographic and diverse audience. This work uses Community drama as an applied theatre that thrives on the people's art forms and sees theatre surviving and faring better when it competitively adapts, with aggression but modesty to the constant change of the environment. Lastly, the work opines that through the media-mix strategy, theatre can become more industrious when it explores the avenues and machineries for discovering new ways by carrying every member of the society along.

Autorentext

Zack Ver Wade PhD, lectures in the Department of Theatre Arts, Benue State University, Makurdi-Nigeria. He has researched and published vastly in the area of Theatre for Development and Rural Mobilization. He has also organized and participated in numerous community theatre for rural development workshops in Nigerian communities.